Guide to Creating User-Centered Content

We need to shift our mindset from publishing content to supporting the education customer’s experience.

Our Primary Goal:

Adapt to the site user’s point of view.

Content Karma:

Create content that does not just list features (for example, don't say "we offer on campus tours, virtual tours, group tours and open houses"). Your links and calls to action will make your features clear.

Create content that does not speak to the direct benefits to the institution. Create content selflessly, how are you helping solve a problem? Create content that shows site users how our offerings make their life better (for example, you could say "Visiting campus is a great way to experience what being a student here is really like").

The Idea:

If you do something useful for me, I will listen to you for a few seconds. The more value you can give customers, the more that they will come back your way.

How Do We Know What We Are Doing is Right for the End-User?

Questions to Consider When Crafting or Reviewing Content:

• Who is the primary audience?
• Who is this content for?
• What goals do your audiences have?
  • What tasks does a site visitor need to complete to achieve each specific goal?
  • What questions should be answered to help site visitors achieve goals?
• What immediate needs do your site visitors have?
  • What tasks do they need to complete?
  • What are their questions?
• What long-term needs do your site visitors have?
  • What tasks do they need to complete?
  • What are their questions?
• How does your content directly support the needs, goals, and tasks of the audience?
• Can the content be enhanced to better support the needs, goals, and tasks of the audience?